As National Transplant Week begins, the NHS is appealing for people to "have a conversation" with their loved one about organ donation.
The theme is "Pass It On," which is aiming to encourage people to join the NHS Organ Donor Register.
– Sally Johnson, Director of Organ Donation and Transplantation for NHS Blood and Transplant
"Since April, 71 people living in the North West have benefited from a lifesaving transplant.
"To help more people we need everyone, including the 2,005,225 people on the NHS Organ Donor Register in the North West, to talk to their loved ones about their donation wishes.
"We need a transformation in donor and family consent to organ donation because the UK's family refusal rate remains one of the highest in Europe."
The campaign is being supported by a number of celebrities who have recorded short films hoping to inspire people to talk to their loved ones about organ donation.
Figures show 95% of families agree to donation if a loved one has discussed their wishes and is registered on the Organ Donor Register, this drops to only 46% when donation wishes aren't known.
Click here for more information on National Transplant Week.